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Jack daniels Product and brand management
- 1. STORY OF THENECTOR OF GODS
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- 3. JACK DANIEL’S Whiskey CountryCocktails Chocolates Regular Limited & Special Edition Legacy Editions
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- 9. LIMITED & SPECIALEDITION WHISKEY
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- 11. Socializing, getting high, Cult branding,blending of 50 grains, taste ,status symbol Process, brand stories, customer experiences Status symbol, A gentle mans: drink, heritage packaging Quality assurance, vintage experience, taste
- 12. The square shapedJD bottle indicating fairness and integrity and the label ‘Old No 7’ became a part of its identity and is being maintained from its inception
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- 14. Jack Daniels Product type family: Singlemalt, Scotch whiskey Product line family : Whiskey, rum , Beer Product class family: 80% alcohol, 70% alcohol Product family : Alcohol , Cigarettes Need family : Get High / Social bonding PRODUCT HIERARCHY
- 15. How Jack Daniel’ssurvived the test of time
- 16. • JD tactfullybranded itself Tennessee Whiskey rather than Bourbon Whiskey which was then considered cheap • JD sponsored a local Lynchburg Band in 1870’s and grew with its popularity • JD thrived on word-of-mouth publicity till 1950’s except a few ads for regional market • Post 1950’s it started advertising heavily • The brand built itself on its heritage value and brand story telling model
- 17. ▣In 1950-1970, postprohibition and WW2 there was shortage for supplies ▣JD was then sold in allocation ▣AND THE THEY DID THIS!
- 18. THE JACK DANIEL’SEXPERIENCE JD’s loyal customer who went vocal about their loyalty include • Sir Winston Churchill • Frank Sinatra • Elvis Presley
- 20. • Jack Danielsinvested in the Rock n Roll movement sponsoring various shows keeping in mind its value of maverick independence • It thus stuck the cord with the younger generation keeping its value proposition as a traditional yet exciting brand intact • It started thriving on stories of its brand experiences from loyal customers without investing a penny in advertising
- 21. JACK DANIEL’S COCKTAILS ▣JackDaniel's is the alcoholic component of "Jack and Coke", a common cocktail, The "Jack and Coke" is also sometimes called "The Long Island“ ▣Jack Daniel's is also the alcoholic component of "Lynchburg Lemonade". ▣Jack Daniel's is a common choice for the Tennessee Whiskey component of the "Three Wise Men"
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- 23. • Jack Daniel’sdistillery tour brings more than 20000 people to Tennessee annually • The brand has become the identity of Tennessee • In 2016 commemorating JD’s 150th anniversary bike manufacturer rolled out an exclusive Jack Daniel’s Limited Edition series
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